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What Happened to Gaming Alerts After Dragons’ Den?

Gaming Alerts appeared on Dragons’ Den in 2007, Series 5 Episode 2. The business was a gaming referral website. They secured investment from Theo Paphitis on the show. The company was dissolved in 2011.

The Pitch

Emmie Matthews & Ed Stevens walked into the Den in 2007 with a gaming referral website. They were asking for £200,000 in exchange for 30% of the business.

The pitch landed well enough in the Den that at least one Dragon decided to back it.

The Deal

A deal was struck on the show. Theo Paphitis offered £200,000 for 30%, and Emmie Matthews & Ed Stevens accepted.

It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.

What Happened After the Show

Gaming Alerts did not survive long-term. The company was dissolved in 2011, some 4 years after the pitch.

This is not an unusual outcome. The majority of businesses that appear on Dragons’ Den, deal or no deal, don’t make it in the long run. The show can provide a platform and capital, but it can’t substitute for a sustainable business model.

Is Gaming Alerts Still in Business?

No. Gaming Alerts is no longer in business. Companies House records show the company has been dissolved.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at youdoodoll, Spot On Golf, Sweet Counter, Cavemen's Bat Guano. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
dissolved
Company Number
05601976
Registered Name
GAMING ALERTS LIMITED
Incorporated
2005-10-24 (ceased 2011-09-20)
Company Type
ltd
SIC Codes
9271
Registered Address
6 Mercer Street, London, WC2H 9QA
Accounts
total-exemption-small (period ending 2010-12-31)
Officers
  • MATTHEWS, Emmeline — director
    54, Greek Street, London, W1D 3DS, England
  • STEVENS, Edward John David — director
    54, Greek Street, London, W1D 3DS, United Kingdom
  • MANTZ, Ann Elizabeth — secretary (resigned 2010-11-10)
    22-24, Worple Road, London, SW19 4DD, England
  • MATTHEWS, Robin Edward Abbey — secretary (resigned 2006-11-17)
    Flat 1 72-75 Marylebone High Street, London, W1H 5SW
  • STEVENS, Louise — secretary (resigned 2007-10-16)
    2 The Green, Mortlake, London, SW14 7HB
← Series 5 ← Episode 2